Pay-per-Click(PPC) is one of the most common ways of advertising on the internet. As the phrase suggests, it is the number of clicks that your content gets that determine how and whether you generate traffic. The more the traffic you generate the higher the possibility of earning more on your website. However, you need to know the factors that lead to visitors discovering your content and subsequently clicking on. These include elements such as keyword generation and placement.
For PPC to bear the expected fruits, it requires a strategic approach. The following are guiding steps to creating a winning PPC strategy for your business.
Set a Goal for your PPC Journey.
What do you want to achieve with your PPC strategy? Do you want to create brand awareness, increase general web traffic, increase sales or is it for lead generation?
What you must bear in mind here is that PPC is precisely an advertisement method and you pay the publisher of the ad a certain percentage for them to lead visitors to your site. Once this is made clear, you will then be in a position to pick on the publisher who will push your agenda in the right direction, at the right place.
Pick the Right Platform
The internet is a forest that presents you with endless choices and it is not always easy to pick the platform that bests pushes your interests. Search engines such as Yahoo, Google, Bing, MSN, and others basically operate in the same way. They are among platforms you can choose from. Cost, popularity, and reach are among factors to consider when running a PPC campaign.
Social media platforms such as Facebook, Yahoo, and even Reddit can also generate you traffic for PPC objectives. Again, cost and coverage are some of the factors to consider.
Choose Your Target Audience
For simplicity purposes, treat your PPC campaigns like mainstream media adverts. Choosing your target audience wisely is critical.
Having chosen the message you want to send out, decided to whom you want it sent. This will help you determine the right channel to send your message, how to frame your message and the overall effectiveness of the channel you want to use.
By the end of the day, you want your PPC strategy to bear the best results. You must, therefore, get the basics right.
In choosing your target, Joel House SEO highlights these three elements as crucial; demographic segmentation, geographic target, and device target.
Demographic segmentation: Choose an age gap; This will help you to frame your campaign in a language, style, and form that resonates well with your chosen group.
Geographic Segmentation: Although the internet is global, settling on a target location helps you to use the values, culture, and lifestyle of your target group to reach them.
Device Target: The emerging trend is that mobile phones have become primary tools for accessing data. It is therefore advisable to make it easy for your PPC campaigns to be accessible through multiple devices
All these matrixes will be essential in determining the end result of your strategy.
Keyword Framing and Setting
To get the right keywords that will boost the frequency of search for your content, it is important to do some research. Relevance is the key thing here as you plan your core keywords.
When this is done, your keyword placement within your ad becomes the next important phase in your campaign. What will entice people to click on and where do you place it within your text? This is an important point to ponder to enable you to navigate the PPC campaign.
A lot of thought should go into this element of your PPC campaign. How do you choose the best timing to run your adverts?
One of the foremost determining factors is ultimately your products. If, for instance, you deal in gift items, your campaigns may be more aggressive in festive seasons. The same would be the case during soccer World Cup or Olympics when your deal in sports apparel.
Timing also relates to the actual time of day when your ads are to appear on the publishers’ space. Although most of them can easily run the ads throughout the day, it is important to find out whether your PPC campaign remains available all day round.
Finally, time is also about the duration/how your ad will run. On one hand, this will be determined by your budget. However, the effectiveness of your campaigns will also be a good pointer as to whether you continue running your ad campaigns.
Start Slow and Grow with Time.
Like any other investment, it is imperative that you start slowly and allow your campaign to grow with time. Essentially, this means that you will have to weigh the effectiveness of your entire campaign vis a vis what you finally want to achieve. Remember to segment your campaign into short term, medium term and long term goals to make it possible for you to measure the outcome at every stage. PPC can be an expensive affair, especially if is done blindly.
Measure the effectiveness of Every Click.
One of the greatest strengths of PPC ads is that every click translates to achievement for the publisher and therefore you can use this to measure how much traffic they have delivered to your website.
In fact, it is advisable to put in place a measurement tool in place even before launching the ad campaign. This means that you will be in a position to weigh the effectiveness of the ad right from the beginning.
PPC is a part of search engine optimization that requires a little more information than the basic data consumption. It is actually one of the most effective ways of increasing traffic and has been used successfully by several organizations and products around the world. A key element in successful PPC campaigns is learning as much as possible before and even during your campaigns.
If and when PPC campaigns are effectively executed, they can yield very good results.